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Dive Summary:
- Starbucks customers will now have to make a purchase if they want to hang out at Starbucks coffee shops or use its bathrooms, the company CX Dive said Tuesday. The coffee chain sent a letter to store managers and announced earlier Monday that it would reverse its open-door policy, which allows non-paying customers access to its bathrooms and seating areas.
- The policy reversal, effective from January 27, is aimed at prioritizing paying customers and improving the atmosphere of coffee shops.
- “We want everyone to feel welcome and comfortable in our stores,” Starbucks spokesman Sam Jeffries told CX Dive in an email. “By setting clear expectations for behavior and the use of our spaces, we can create a better environment for everyone. These updates are part of a broader set of changes we’re making to enhance the cafe experience as we work to return to Starbucks.”
Dive Insights:
The open door policy change comes months later Brian Nichol took the lead as CEO.
Nickel emphasized the need to make the in-store experience more inviting. In September, he gave an outline A four-part strategy To revitalize the brand and reposition Starbucks as a “community coffeehouse”.
“Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘here-for’ service,” Nicole wrote. open letter.
As part of the changes announced Monday, the coffee chain will begin offering free refills for hot or iced coffee “to customers who have purchased a drink and want to stay a little longer,” Sarah Trilling, EVP and president of Starbucks North America, said in the Monday letter.
The coffee chain is posting a new store code of conduct in its North American stores that prohibits discrimination or harassment in addition to smoking, vaping, alcohol, drug use and panhandling. Employees will be trained for new initiatives.
“Together we will deliver coffeehouse experiences that consistently make our customers’ days a bright spot,” said Trilling.
The coffee shop implemented an open-door policy in 2018 after two black men was arrested At the Philadelphia Starbucks. Two men were having a business meeting but had not yet bought a drink while waiting for the third man to arrive.
But in recent years, Starbucks said its employees have struggled to deal with robberies and crime at some locations. In 2022, shortly after CEO Howard Schultz suggested it might Change his policyThe coffee chain has announced the closure of 16 stores due to safety concerns.
Since Niccol’s arrival, Starbucks has been gathering feedback from employees on how to improve the customer and employee experience. Employees want “their cafe dining room back,” Nickol said October earnings call.
“I think there’s a moment of pride, of saying, this is my place,” he said. “They know our customers by name. They have regular. They want a great seat for them. They want to have a great environment to enjoy them, whether it’s a moment for themselves or a moment to share with others. And so I disagree with a lot of their responses, frankly.”
